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ChatterBlast Media is a digital voice agency
that focuses on social media and creative digital communications.
We help organizations reach their target customer communities.
We work with businesses, non-profit organizations,
institutions and government entities.
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“A brand is no longer what we tell the
consumer it is – it is what consumers tell
each other it is.”
- Scott Cook, Intuit Chairman & P&G Board Member
7. Five Emerging Trends
1. Targeting and user segmentation
2. Social customer service
3. Image-centric networks
4. Pay to play (advertising)
5. Disruptive content!
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Why Measure?
• Data-Drive Decision Making
• Saves Time and Money
• Helps Allocate Budget and Staff
• Better Understanding of Competition
• Strategic Planning
• Gets Agreement on Desired Outcome
• Reveals Strengths and Weaknesses
• Gives You Reasons to Say No
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The Menu
• Sales / promotion / fundraising
• Brand awareness / reputation management
• Recruiting talent or volunteers
• Media outreach
• Community outreach & education
• Thought leadership
• Customer service
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Getting to “ROI”
What is your ‘I’?
• Research, Salaries, Media Buy, Events, etc.
What is your ‘R’?
• Sales, Revenue
• Cost Savings
• Paid Versus Earned Search
• Cost Avoidance
• Social Capital
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What ROI is NOT
• # Fans / Followers
• # Re-Tweets
• # of Total Impressions
• # Post views, clicks, likes, comments or shares
These are key METRICS. But they are not ROI!
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Jargon
• Key Performance Indicators (KPIs) = what you’re
measuring (e.g. comments)
• Metrics = the actual numbers (e.g. 12)
• Markers = benchmarks to help you define progress
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10 Metrics to
Watch
1. Leads generated
2. Website bounce rate
3. Website behavior
4. Growth of active network / engaged base
5. Brand mentions across social platforms
6. Website visitors and sources of traffic
7. Conversion: subscriptions, email lists, etc.
8. Time spent engaging: apps, time on site, etc.
9. Engagement ratio: active network / total network
10.Viral engagement: sharing, “people talking”
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Tips
1. Define your organizational goals
2. Setup and track KPIs, metrics and results
3. Build custom reports tailored for you
4. Measure quantitative AND qualitative
5. A/B test
6. Experiment and adjust often
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Tips
Don’t ignore the quality of the content!
Don’t JUST SELL!